DMA surveyed 1000 people for their report, which also explored loyalty among shoppers.

Three main streams within the shoppers surveyed emerged from the report: 40 per cent were actively loyal, 28 per cent were actively disloyal while the remaining 32 per cent varied.

Seventy-seven per cent of consumers polled said they were interested in joining loyalty schemes once they purchased products from a brand, while 24 per cent said they were already in loyalty schemes. But 46 per cent said they do not take part in loyalty schemes but would be open to them in the future.

“Trust is a key element of building customer loyalty for all brands, retail or otherwise,” DMA managing director Rachel Aldighieri said.